Between 20, the self-care industry ballooned from $10 billion to $145 billion. In retrospect, the Ostrichpillow was a prescient product, and the concept of “self-care” exploded over the next several years. This is a story about how a seemingly whimsical, even absurd, design can dovetail with a massive consumer trend-the gargantuan self-care industry-to build a robust business that outlasts any viral origins. Ostrichpillow has never taken outside investment, and it has been profitable “since day one,” according to Carrascal. Today, Ostrichpllow is a bootstrapped company of 12, spun out of Studio Banana, that generates an estimated $2.5 million a year, and has expanded its product line to a dozen, including items from compression socks to heat bags. We didn’t plan to create a brand at that moment, but people were demanding to buy the product.” “But we received thousands of emails asking where to buy that product. We posted it on the internet with no expectations of selling that product,” recalls Ostrichpillow CEO Pablo Carrascal, who joins me on Zoom, donning a heather gray T-shirt that matches his product line perfectly. When the studio posted the concept online, the designers imagined it might be the sort of high-design object picked up for a MoMA exhibit, as had been the case with other Studio Banana work.
The concept was born at the Spanish design firm Studio Banana in 2012, as the design team was considering how people could nap at work without a dedicated nap area. This is the original Ostrichpillow, a $100 beanbag chair that you wear on your head.
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